An email’s subject line is just as important as the actual content, acting
as its own mini-marketing campaign.

An infographic by
Invesp says 47 percent of recipients open email based on the subject line.

Coming up with the perfect email subject line is as much science as it is
art. Here are nine approaches that work:

1. Play on the fear of missing out.
Consider psychological principles that prompt action. People fear they’ll
miss out on something. By conveying urgency, you’re likelier to get the
recipient to open the email.

3. Be controversial.
A bold can grab recipients’ attention. They’ll be curious about your
meaning or the direction you’ll take on the topic.

Example: “10 Reasons Men Shouldn’t Help with the Housework.”

4. Imply that the recipient isn’t good enough.
When humans are told they’re lacking in a given area, they feel challenged
to their core. They want to be better than everyone else. It’s called “The Superiority Illusion.”

By suggesting the reader is flawed, you’re likely to induce them to open
the email. Proceed with caution, though; there’s a fine line between
grabbing people’s attention and insulting them.

6. Use a “cliffhanger.”
People feel driven to resolve a conflict. If
half the subject line is readable and it’s followed by an ellipsis, a recipient will feel compelled to open
it to feel satisfied.

Example: “The secret to streamlining your workday is …”

7. Be direct.
Make a promisein the subject line, and deliver a solution
in the body copy. Be concise and specific.

Example: “Increase your web traffic by 40 percent.”

8. Get personal.
Emails with personalized subject lines are
26 percent likelier to be opened. To a human being, nothing sounds sweeter than his or her
name—so says Dale Carnegie in “How to Win Friends and Influence People.”